From in-store samplers enticing consumers to taste and purchase Australian beef in Korea, to importing new species of dung beetle to help improve Australian pastures, MLA invests levy dollars to create opportunities for livestock producers.
Given this diversity, it is critical the return on levy investments is maximised and this means investing in activities that are likely to have the greatest impact on producers.
The MLA corporate plan provides an overview of the strategic direction of the company and guides a series of business plans that outline our marketing and research programs.
The MLA corporate plan 2010–2015 has been recently been revised and MLA members are encouraged to review the draft revision.
Building on existing marketing and research programs detailed in the corporate plan, MLA has evaluated and carefully hand-picked 15 areas that are likely to have the biggest impact on livestock producers over the coming three years.
Maintaining and improving market access
In the lead-up to 2015, MLA will focus on:
1.Assisting industry to better integrate and sustainably deliver its on farm risk management systems (Livestock Production Assurance, National Vendor Declarations, National Livestock Identification System)
2.Assisting government and peak industry councils to secure free trade agreements that eliminate the current tariffs on red meat exports to Korea (currently 40%) and Japan (38.5%)
3.Identifying high priority technical trade barriers that are impeding red meat export sales, and assist government to alleviate their impact through the provision of science and technology
4.Maintaining access to live export markets by assisting supply chains to implement and comply with Exporter Supply Chain Assurance System regulations through the provision of gap analysis, risk analysis, training and technical advice
Over the next three years, MLA will continue to focus on marketing activities that:
1.Increase consumers' demand for beef through compelling marketing campaigns encompassing eating quality, enjoyment and nutrition
2.Create new business for Australian beef in emerging global markets by working with exporters to win at least 20 new major accounts and at least 20 large new product opportunities for branded beef
3.Create incremental business for Australian lamb in domestic and global markets by increasing consumer perceptions in key markets and working with exporters to win 20 new major accounts for Australian lamb
Increasing productivity across the supply chain
From now until 2015, MLA will focus on:
1.Creating opportunities through research and extension to improve reproduction efficiency in northern beef (by five percentage points) and maternal sheep breeds (by two percentage points)
2.Creating opportunities through genetic research and management practices to improve pasture and forage crop productivity, quality and persistence
3.Creating opportunities with new practices or technologies to improve labour efficiency by 5%, encompassing occupational health and safety, labour resource need and yield
4.Create opportunities to improve compliance to market specifications by 3% by providing information and tools that encourage practice change on farm, such as Livestock Data Link and BeefSpecs
5.Create opportunities through research to minimise the threat and impact of exotic, emerging and endemic diseases on Australian livestock enterprises
Supporting industry integrity and sustainability
Over the next three years, MLA will focus on:
1.Creating oppotunities through research that will deliver a 10% improvement on production efficiency through new tools and management that will decrease greenhouse gas emissions from livestock systems by up to 30%
2.Creating cost effective opportunities to replace, relieve, refine animal husbandry practices to continuously improve animal welfare
3.Creating opportunities through media, social media and events for producers and industry to engage with the community and maintain current high levels of trust (over 80%)
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